Mississippi isn’t a state that can boast big, well-known tourist attractions like amusement parks and national parks. So, when it came time to reenergize Mississippi’s tourism effort, we recognized the fact that Mississippi’s strength lies in the variety and quality of eclectic, authentic experiences across the state as a whole.
MWB created a new position for Mississippi, under the tagline “Wanderers Welcome,” that promotes the state as the best destination for all who love to wander. The campaign extends a friendly invitation for travelers to explore and experience Mississippi – while extending their stays to see and do more.
Visit Mississippi “Wanderers Welcome”
Visit Mississippi “Arts & Culture”
Visit Mississippi “Haunted Mississippi”
Visit Mississippi “Every Bite”
Visit Mississippi “Guy’s Trip”
Visit Mississippi “Outdoor Adventure”
Visit Mississippi “Civil Rights”
Visit Mississippi “Family Trip”
Visit Mississippi “Casino Couple”
Mississippi is a state that traditionally attracts a larger proportion of older adults, relative to younger travelers. We needed a way to attract greater numbers of Millennials, a large and important audience for tourism campaigns, by showing the state in an exciting and different way. At the same time, we needed to augment Mississippi’s existing social media campaign with engaging and dynamic content that would more effectively reach younger visitors.
MWB tapped into an ongoing relationship with Matador Network, the internet’s number-one adventure travel publisher, to create a video co-branded with the travel trailer manufacturer, Airstream. In the video, Millennial influencers Ben and Mallory Landheer took an Airstream on the road to explore some of Mississippi’s most unique, scenic and authentic places. Their trip was shared on Matador and Airstream social channels, attracting more than 850,000 views.
COVID Reopening Strategy
Perhaps no other industry was hit quite as hard by the COVID-19 pandemic as tourism. As travel ground to a halt, destination marketing organizations realized they must be ready to quickly ramp up messaging as lockdown measures were lifted. A message that was concurrently hopeful and not tone deaf was needed…and needed quickly. Visit Mississippi was no different.
Utilizing an extensive library of existing footage and imagery from both MWB and Visit Mississippi, MWB was able to script, develop, and produce a :30 commercial, :15 social media ads, as well as a print ad series within a week’s time. We deployed an extensive traditional and digital media plan in key markets across the Southeast.
Visit Mississippi “When You’re Ready”